Do you remember the days of dial-up internet? What about when we relied on home phones and answering machines? Or the pre-escalator days when stairs didn’t move in shopping malls? What an inconvenience!
Perhaps this is how search marketers feel when reflecting on the days before ad customizers. Wait, what now? You’re not using ad customizers? Well then in you’re in for a real treat! Ad customizers are about to hit their one-year anniversary (Google announced their birth in September of 2014), and advertisers that have embraced them could not be happier.
What are they? Ad customizers dynamically update your ad without you having to move a muscle. This is ideal for the busy search marketer (as well as marketers with lots of changing inventory) who doesn’t want to have to manually hunt through their Google Ads adjusting prices, products, and special offerings. Customizers use parameters to adjust the text of your ad for countdowns, dynamic keywords (think colors, sizes, styles etc.), promotions, one-time or reoccurring events.
The scope of things you can do with ad customizers is impressive, but the three techniques below are especially cool. Check them out…
Ad customizers have a countdown function, which allows you to create a strong sense of urgency within your ad to psychologically intrigue your searcher through loss aversion, better known as FOMO (fear of missing out). Most marketers are aware that instilling this fear of missing out on a deal increases a leads likelihood of taking actions, so yes this automatic countdown feature is pretty intriguing. Let’s say you’re running a 50% of promotion on ski rentals – wouldn’t you want your on-the-fence buyers to know when the sale is going to end in 6 days or 1 hour? Ad customizers allow you to automate this countdown functionality – it’s pretty awesome.
Recently I was researching options for fall half marathons in nearby Boston. I browsed a few race websites, read a few reviews, but decided to hold off on registering. Later in the week when I was looking up dinner recipes, I saw an ad promoting a 20% discount for one of the races in a nearby suburb. Since I only had 3 more days to take advantage of the low offer I took the plunge to register.
This scenario is a prime example of an even more effective way to use ad customizers – by pairing them with your remarketing efforts to even further the chances of conversions. Think about it, if the lead has already visited your site, and you know they’re interested, reminding them that there’s a deal that’s ending soon when they’re browsing the web is likely to re-captivate their attention and persuade them to buy before it’s too late.
There are so many things one can customize in an ad, from the brand, model, price, discount, and the list goes on. The great thing about ad customizers is that you’re not limited to one per ad. Let’s say you sell multiple brands of kitchen mixers with varying prices and offerings; rather than having to make a unique ad for each brand, price, and model, you can use multiple ad customizer to create an accurate ad for each unique search.
“You can mix and match different ad customizer parameters to create a unique, time sensitive or inventory sensitive ad that strokes that all-important urgency fire that your visitors may have in trying to find the best product for the lowest prices,” says Elite Group Marketing’s, Gary Victory.
This takes the last tip to the next level for the larger retailer or e-commerce site with inventory that is constantly changing. Tweaking each ad for weekly or even daily promotions or price fluctuations can become a full-time job in itself. Luckily, advertisers using Google Shopping can easily upload their product lists with the appropriate discounts and sales with end dates to ensure customers are never misled on changes in price. When updates need to be made, all you have to do is make the adjustments in the spreadsheet, re-upload it into Google’s ad customizer data section of Google Ads (formerly known as AdWords) to ensure the adjustments are put into effect.
Have you tried out ad customizers? Share your experiences and any cool ad customizer tips you have below.
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